Campaign details
Brand: Hotel Royal ChiaohsiBrand owner: Hotel Royal ChiaohsiEntrant company: Hotel Royal Chiaohsi, Yilan CountyIdea creation: Ogilvy Taiwan, Taipei CityMarket: TaiwanSector: HotelsMedia channels: Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
How do you get some of Asia's biggest workaholics, shackled by entrenched guilt about leisure, to come to your remote 5-star hot-springs resort and relax in the middle of the week?
"Mazu on Holiday" was a radically innovative model of tourism marketing, leveraging goddess-grade KOL power to change behaviour by...